11th Annual Easyriders V-Twin Expo, Cincinnati, Ohio

With a website, multiple magazine titles, consumer bike shows from coast to coast and a dealer convention all lending thrust to their marketing machine, Paisano Publications is a powerful force in today's chopper ecosystem. Given its breadth and scope, one might expect this multi-media company to have its finger squarely on the pulse of the freshest, fastest-growing subcultures in today's custom motorcycle scene.

Surely there's a city in the sunbelt that's willing to host Easyriders' icy homage to all things old and outlaw. Leisure World in West Palm Beach, perhaps? Seriously, asking the motorcycle industry to drag its collective ass through the rustbelt in February is a recipe for disaster.

Excluding the booth for the Limpnickie Lot—itself the co-creation of another magazine entirely—nothing at the eleventh annual V-Twin Expo in Cincinnati, Ohio, seemed focused on stuff that matters to a new generation of builders and bikeriders—categories like the late-model Sportster aftermarket, for instance, or the Japanese and Brit bike scenes. To the contrary, most of the people, products and programs on display at the Duke Energy Center seemed outdated, misguided, ill-concieved, or all three. Given the growth and vitality in areas like underground events, consumer-direct e-com and social media, this perception seems easily avoidable.

When small businesses can't afford to attend America's biggest B2B V-twin trade show, short-sighted show organizers fill the unsold space with big rigs like this behemoth from Drag Specialties. Easyriders' own dyno drag rig was also parked dormant in the main hall.

Rather than use any of the new web-based marketing tools at their disposal, Paisano seems content to cling to things as they used to be. Examples of such myopia include filling a shrinking show space with big rigs to feign economic corpulence, and erecting curtains around the perimeter to add a sense of density to the ordeal. If the number of booths has indeed diminished, perhaps Paisano should invite motorcycle builders and bikeriders to showcase their machines in the unsold space. Hell—in terms of creating a sense of energy, even the Jim Rose Circus would have been a step in the right direction.

Cash-strapped motorcycle dealers and repair shops needn't install $15,000 trike conversions to difibrillate the spirits of octagenarian outlaws. There is an army of eager 20- and 30-something customers out there who are dying to ride the wild thunder. To attract these young people, simply remove the flame print polyester dress shirts from your garment rounder, hide the $359 apehangers and cut off your salt-and-pepper ponytail.

Last year's big buzz was 26-inch front wheels for bedazzled baggers. This year it was diff kits for trikes. Show officials hosted two seminars on the subject. Nearly a dozen geriatric freedom machines were on display, including this sweet three-wheeled Captain America replica. Peter Fonda's iconic biker is rolling in his grave. Easyrider signage proclaimed trikes "the fastest growing segment" in today's custom motorcycle market. Given the target demo and economic strata for trike customers, I would posit it's the fastest dying. Come on, Paisano—pull your greying head out of your assless chaps and look around. There are millions of Gen Xers and rapidly maturing 'tweeners dying to let their inner skate-punk-turned-chopper-freak run free. How about hosting a seminar that teaches motorcycle shops how to attract these young customers with something more substantial than MoCo-approved plaid shirts.

One trike maker's slogan is, "We Keep Your Dreams Alive." If you need training wheels to save you from sleep apnea, it's time for a dirt nap.

Another hot commodity at this year's V-Twin Expo was bedazzled biker apparel. The first booth that assaulted my senses when I entered the show was an Easyrider kiosk dedicated to such dreck. Like remnants from the cloak room at Criss Angel's Mindfreak Fisting Spectacular, these fey toughguy garments make men look like women and women look like whores. And not the good kind, either. Jersey Shore whores with fake nails, fake tits and chlamydia. Granted, I'd pour the meat to the chick with the guitar if the opportunity presented itself, but I wouldn't use her shirt to wipe off my dick juice for fear of lacerating my pee hole with a rhinestone. Who wears this shit? If you do, stop—you look like a douche bag.

Several fly-by-night operations showed their wares at this year's V-Twin Expo, but most of these booths were manned by pricks.

Not everything at the V-Twin Expo totally sucked. A couple cool motorcycles were on display, and Saturday's $10 lasagna lunch special was delicious. Chris Callen from Cycle Source headlined a good seminar on tricks and tips for using social media, and ChopCult's own Bill Bryant shared insights on the value of low- and no-cost web resources for marketing in the modern age. To help Bill make his point about the effervescence of viral media, I posted this soundbite on Facebook while the affable monitor Don Emde fielded questions from the audience. Chris, Bill and other experts on the dais shared pearls of wisdom with an engaged audience, making this seminar a welcome hot spot in what was otherwise a very chilly event.

See the complete range of Easyriders apparel for men, women and children here.

Comment with Facebook

Comment with Chopcult (46)

I'm glad people like the bikes we brought from the National Motorcycle Museum in Iowa. It was kinda hairy hauling all those bikes through the massive amount of snow we received the day before we left, but I thought it was worth it.

looks just like the Columbus cycle fest show. http://www.cyclefestusa.com/columbus/. which was pretty bad, but what the hell. There has to be some gems in the show. Led sleds was the best thing at cyclefest.

The only reason I wanted to try to finagle my way in to this show was to check out the marketing seminars. Now that I found out who was presenting, I'm pissed I didn't make it in.
Oh well, the brodown was where it was at anyways :)

McGoo you fuckin kill me!!!!!! If you had a show on sirus radio I would subscribe!
Thank you Bill & Mcgoo for working so hard to wake the industry.
I hope it pays off!

Meanwhile with regards to the chick in the ad.....I would eat the beanskins from her shit just to taste where they came from.....but I wouldn't wipe my mouth on that dress.......probably use my Biltwell shoprag though...

Haha...awesome.
Scary shit out there nowadays. Forget being t-boned by the blue-hair in the Cadillac, now you gotta watch out for the old couple on the trike with their full faced space helmets and their XM.

That Vincent is bitchin! At least there was a couple of cool bikes there. I gave up on EasyRi.... a long time ago. I love funbags and turd cutters as much as the next guy but the bikes and the stories realy sukt. Its amazing how having all that money made on a certain group of people causes some to turn away from those same people. YAY CAPITALISM

I have seen a number or articles and threads lately on "what's wrong with the industry", but none seem as spot on (or as funny) as this one. I am amazed at how many of the big players seem unable, or unwilling, to even acknowledge that a shift has taken place (the point about them filling empty space with tractor-trailer rigs rather than inviting actual bike builders is unreal...)

Sounds about right. Went the to cycle world/progressive show in minneapolis and it was more of the same. They did have a powerpoint seminar on "how to build a cafe racer" which could be sumarized as "buy an old japanese bike, put on clip ons and rear sets and your set. Grab a sons of anarchy shirt on you way out the door."

Fuck Magoo, my sentiments exactly. Like i told Bill its amazing that the "VTwin Expo" is 99.9% irrelevant to any thing that is cool VTWIN. 30' wheels are the new fat tire. And when did bedazzling enter the realm of biker. Ru Paul should set up a booth next year.

I'm new to this site so didn't know much about the news portion. I looked at it earlier thinking oh this might be a plug for some shows in Ohio. Skimmed it and clearly its not. Went to the Easy Rider Bike Invitational today in Columbus Ohio. Shit was a waste of 15 bucks. I usually don't complain and go with the flow, but I have never seen shit so bad. Affliction knock offs, not one dope looking chick, bikes no one afford but a yuppy in the 90's that were clearly in debt w. Yeah i know the outlaw biker shit is predominantly racist but to see white power patches in my face was a rude awaking never seen shit like that too the full degree. Well i guess tha'ts life and next year ill save 15 and just go home and chill with my girl.

I never waste my time or money going to these so called big events. Car shows have become just as bad. It really sucks. I grew up around customizing everything that you own and right now there are just too many cash hungry jackasses out there that care more about their money and not the products that they are slinging. Stick to swap meets and at least you wont have to drain your account for a set of grips for your bike. Great article.

went to the easy riders show in Columbus today also. These events will NEVER change and for good reason. The retards outnumber "us" 10-1 easy. There were a few cool bikes there and the limpnickie group but come on, this looks exactly like it did 5 years ago. And since I am a paint guy I pay particular attention to detail and it was a sad sight. HAVE SOME FUCKIN PRIDE IN WHAT YOU DO! Inconsistent, crooked ass pinstripes abound! I DID see a few bikes painted by Blue Moon and they were tight as hell. Never saw his work in person and it lives up to the hype. I go to these shows because they are pretty much the only shows that are ever around. I will probably not go to any more of them. sad sad sad.

I can't see going to these shows as it's all the over priced wares by greedy mothers who think they're to good to speak with you, pricks. If your look doesn't ooz throw-a-way cash they could care less. Plus the cost of getting in the shows and getting a bite to eat makes my wallet run and hide.
All those big ticket things like big rigs on display doesn't make me want to buy anything, in fact, it makes me want to stay away. That's like wearing a Rolex when your trying to sell to the Timex crowd. I want to see stuff I can actually afford.

Brilliant! Other than missing the "Brodown" and the Biltwell and Lowbrow gang I figured It wouldn't be worth going to... yeah...
One trike maker's slogan is, "We Keep Your Dreams Alive." If you need training wheels to save you from sleep apnea, it's time for a dirt nap.

"Vajazzled" that was good. Same could be said for the Easyrider tour. Same could be said for most magazines on the market today that are "biker" magazines. Same could be said for SoA, Reality Biker cable shows and the Sallon shows that sell $10. bottles of Bud. Sturgis too. Hell, same could be said about most vendors at the Long Beach Cycle Swap...

Paisano sold out to yuppy money in the mid 80's and never looked back, I have not bought any of their products in a long time, the last shirt I bought was the streamliner shirt at Misty's in Oildale back in '89.

That show is all about the money and the bling, not the builders and riders.
I have said it a lot lately that you young guys out there hacking and chopping and sawing away at your bikes is the life blood of our passion. Its a return to what we used to do and how we learned. A hacksaw, grinder, welder and ideas is all we had. In the end it's all you need. A fcuking trike out of the Captain America bike? Ought to cut the guys nuts off.

I've been looking for those words for quite some time myself. Who wears that shit? Fuckin "credit card bikers" & posers. The rest of us wake up, throw on a pair of our most comfortable 4 year old blue jeans and a rad tshirt and head for the garage to do some riding. Death to posers and bedazzled Bikers !

great article but i have to be honest.. the fact that they have no clue what makes what we do and what we are into so much better.. its like the guys in cali that started building 40s and 50s period correct hot rods then some asshole from hot rod mag did a write up on them and started calling them "rat rods".. now every shit dick on the east coast is doing half ass body work painting everything flat black and running white walls.. every car show is full of really bad ass cars that have been dumbed down to fit into what people think is cool on the west coast.. the douche bags here in ga that are into the "biker scene" are all riding baggers and west coast chopper rip offs.. wearing affliction and they think they are the shit.. im ok with that.. because i want no part of what the bike community has become.. if cheap garage built choppers start catching on and they all start riding sportsters and wearing vans i think im just going to go ahead and buy a moped.. because id rather not ride a harley than to be lumped into that group..